Cal U student firms offer marketing solutions for real-world clients

For any college student, getting professional experience before graduation can be key in securing that first job.

But students at California University of Pennsylvania didn't just want experience working for a professional firm, they wanted experience running a professional firm.

Two student-run organizations, PRactitioners and Studio 224, are using the skills they are learning in their public relations and graphic design classes to serve real-world clients.

Rachel Connelly, president of the university's chapter of the Public Relations Student Society of America and the PRactitioners, said the students do everything a professional firm would do: working from budgets, developing a timeline, meeting deadlines and developing full public-relations plans. Connelly, a senior public relations major with a minor in leadership, said working with clients, students are able to develop a sense of professionalism they may not develop in a classroom setting.

While they have some on-campus clients, like the Provost's office, they have expanded past campus, with clients ranging from Zelenski's Bridal and Prom Shop in Charleroi to a day care center located in the South Hills.

Eric Robinson, vice president of Studio 224, said working with the public relations students has also helped the design students work on developing their professional skills.

"As designers, we tend to be a bit all over the place, but having the PR students really helps to keep us focused," said Robinson, a senior majoring in graphic design and history. "We're learning organizational skills that we are going to need in a professional setting."

Connelly and Robinson said there are about 50 active members in the PRactitioners and about 25 active members of Studio 224.

Susan Jasko, a professor in the communication students department at Cal U and faculty advisor for Cal U's PRSSA chapter, said the partnership prepares students for what they will likely experience after graduation.

"After graduation, PR students are going to be working alongside designers anyway, so why not start building those relationships now?" she said. "This way students begin to understand each others roles and learn how to effectively collaborate."

Connelly and Robinson said students involved with the organizations spend about 10 hours per week outside of class working on client projects. And while they provide their services for free--only requiring clients to pay for printed materials--they said just having the work is its own reward.

"The reception from clients has been amazing," Connelly said. "When we were starting out most of the clients were people who knew people at the school or in the program. But now we are getting approached by outside clients and actually have to turn down work because we don't have the time."

Connelly said while they don't have the time to take on additional clients, they will be looking to add more clients in the spring.

"Obviously, the clients love the fact that they are getting PR for free, but there is just as much benefit for the students," she said. "This opportunity has prepared me to go into a firm not as an entry-level associate, but as a professional."